This one-week school includes practical, hands-on labs that will allow you to work with learned concepts in real-world situations. This applied learning is a key benefit of participating and will provide skills and tools you can put to use immediately at your bank. The program’s curriculum features two core areas of study – the business of banking and effective strategic marketing management. Courses will cover topics in key areas such as these:

Business of Banking Curriculum

  • Introduction to the Business of Banking Learn how the bank grows your local economy.  By understanding the major components of a bank’s balance sheet, income statement and key performance ratios, attendees will be better prepared for strategic decision-making at the bank.
  • Risk Management This session also outlines the concept of enterprise risk management addressing how Sales & Marketing can play an integral role in overall risk management.  Attendees will discuss and be able to measure effects of the Federal Reserve’s Risk Assessment Factors: credit risk, market risk, liquidity risk, operational/legal risk, and regulatory/reputation risk.
  • Bank Profitability Analysis Learning how to quickly obtain and use public data, attendees will come away with a clear understanding of the main components that affect bank profitability and how to measure performance. You’ll explore management’s focus on certain ratios and their effect on Sales & Marketing.
  • Competitor Analysis Attendees will learn how to look up a competitor, create a custom peer group for comparison, and review individual branch performance.

Strategic Marketing Curriculum

  • Strategic Marketing Planning – process, research, segmentation, customer profiling
  • Brand Management
  • Data Management and Research
  • Marketing Metrics & Goal Setting
  • Relationship Building Skills
  • Marketing Budgeting and ROI
  • Content and Digital Marketing
  • Customer Acquisition Strategies 
  • Culture and Employee Engagement 
  • Customer Experience Management

Application Sessions

  • The Strategic Marketing School will offer opportunities to apply learned concepts to the student’s bank
  • Group discussions give student’s additional opportunities for networking and exchanging ideas
  • With a strong lineup of highly rated instructors, individual opportunities for interaction with faculty will be available to aid students in developing strategic marketing goals.